The brand was created in 1998, after Flutie, then the starting quarterback for the Buffalo Bills, saw his popularity soar because of his scrambling, last quarter heroics and his impressive win–loss record.

PLB Sports and Entertainment (PLBSE) of Pittsburgh was hired to oversee marketing, product development, packaging, and sales.

[5] When the millionth box came off the production line in December 1998, it was put up for auction online and was sold for over $1,400.

The candy bars feature Flutie Flakes cereal inside milk chocolate.

PLB Sports has produced cereal brands for other celebrities, mostly football players (as of 2020, it produces branded cereals featuring JuJu Smith-Schuster, Josh Allen, Patrick Mahomes, Tyler Herro, Aaron Jones, and the late The Joy of Painting host Bob Ross, along with a line of mustards endorsed by Ed McCaffrey and sauces endorsed by Stefon Diggs).

[14] PLB founder Ty Ballou, a self-professed Pittsburgh Steelers fan, has acknowledged the debt he has to Bills Mafia for keeping his company solvent.